Addressable TV and OOH reached affluent gin lovers

Challenge

Silent Pool Distillers is a premium gin brand, admired for its distinctive bottle design and artisanal quality. Competing in the crowded premium spirits market, Silent Pool needed to build awareness among affluent consumers, while driving measurable sales and supporting retail distribution.

Strategy

From the outset, our aim was to connect Silent Pool with the right people in the right places. Using fused YouGov and CACI data, we built a clear picture of their audience, identifying the postcode sectors and lifestyle clusters where premium gin buyers were concentrated.

We shaped a precision-led plan that balanced brand stature with commercial impact, combining targeted broadcast environments with high-impact presence in the everyday journeys of premium shoppers.

Approach

• Data-driven planning to identify lifestyle and retail hotspots where premium spirits buyers live and shop.
• Full-service campaign delivery, including managing Clearcast approval to ensure smooth entry into TV advertising.
• Hyper-local addressable TV via Sky AdSmart, delivering Silent Pool directly into affluent households in high-index sectors.
• Premium OOH activations near Waitrose stores, creating immediate visibility and driving consideration at point of purchase.

Results

Sustained performance uplift across the partnership:

• +31.93% increase in website visitors following TV launch
• +400% increase in DTC sales vs. the previous period
• +46% increase in revenue vs. the previous period

Impact

Silent Pool’s partnership with Be Addressable has been instrumental in transforming media precision into tangible growth.

Client Testimonial

“We completely buy into the Be Addressable approach.”
— Ian McCulloch, Founder & CEO, Silent Pool Distillers